This article examines trends seen at the Consumer Electronics Show and how they will impact the out of home (OOH) channel. View Summary

This article examines trends seen at the Consumer Electronics Show and how they will impact the out of home (OOH) channel.

Smart cars will free up driver attention from the road and OOH may have to complement in-vehicle advertising to compensate, as well as respond to increasingly connected homes.

Decline in traditional TV advertising opens up the possibility of OOH gaining in spend and improvements in virtual reality could lead to more immersive advertising.

Growth in the use of data will require better tools for analysis but consumer concerns means that transparency over data use is also necessary.

2

Understanding Out of Home Audiences

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Andrew Green, Warc Best Practice, January 2015

This article explores the different ways out of home media can be used as part of the marketing mix, and explains how digital is improving its effectiveness and changing how it can be used. View Summary

This article explores the different ways out of home media can be used as part of the marketing mix, and explains how digital is improving its effectiveness and changing how it can be used.

More than $38bn will be spent on out of home advertising worldwide in 2015 - about 7% of total adspend - and around a quarter of this will be digital out of home.

As well as roadside panels and public transport networks, out of home encompasses advertising on beer mats, sandwich boards, litter bins, bus shelters, supermarket trolleys and more.

Digital technology allows electronic sites to be updated or changed, creating opportunity for advertising targeted by time and expected audience.

Measurement continues to be difficult for out of home - both estimating audiences and then understanding impact - but technology is helping with this too, and new methods are becoming available.

3

What we know about major media channels

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Warc Exclusive, July 2014

This article provides marketers with information and guidance on several major media channels. View Summary

This article provides marketers with information and guidance on several major media channels.

The channels include television, digital, print, radio, out of home and cinema are analysed.

Audience, effectiveness measurement and media strengths of each are detailed.

Whilst digital technology is driving sustained change, and it is vital for brands to have a digital media strategy, television maintains the largest share of consumers' media time.

Print has lost audience share but remains trusted by consumers, whilst out of home advertising has expanded to incorporate digital and mobile technology.

4

PepsiCo: Marketing in the context of the consumer

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Geoffrey Precourt, Event Reports, Focus on Consumer Insight, May 2014

This event report discusses how PepsiCo, the food and beverage corporation, is reframing the role of marketing, based on examples from Nike+ to innovative forms of outdoor advertising. View Summary

This event report discusses how PepsiCo, the food and beverage corporation, is reframing the role of marketing, based on examples from Nike+ to innovative forms of outdoor advertising.

Its developing model is based on the idea that brands should provide utility, see things from the perspective of consumers and facilitate dialogue.

Brands have long tried to make themselves a part of customers' daily lives, but this is becoming less and less viable as aspiration moves beyond simply buying products.

As the trust consumers place in big companies as a group has declined, it is clear that a different approach is needed.

Helping consumers on their personal "journey" is emerging as the best way to be authentic and involved in their lives.

This article describes a new approach to out of home (OOH) advertising effectiveness measurement. A lack of data has prevented the ROI of OOH media being properly measured, leading to some assumptions that it is of little value. View Summary

This article describes a new approach to out of home (OOH) advertising effectiveness measurement. A lack of data has prevented the ROI of OOH media being properly measured, leading to some assumptions that it is of little value. This new approach monitors consumers' actual movement through use of GPS, allowing a more realistic understanding of how people see OOH ads. This improves the quality of data available for econometric modelling. Examples of three campaigns where this data has been successfully used to understand the impact of OOH, and optimise campaigns, are given.

6

Getting with the program: Programmatic trading and Out of Home

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Kinetic Futures, April 2014

This article examines the effect that programmatic buying, predominantly used for online formats, could have on selling outdoor media. View Summary

This article examines the effect that programmatic buying, predominantly used for online formats, could have on selling outdoor media. Out-of-home (OOH) does function very differently to online, being a one-to-many medium which makes addressing people individually impractical. However, programmatic systems could be used to ameliorate the need for media owners to bundle panels and use set posting cycles, which they must currently undertake to reduce the cost of sales and the risk of unsold inventory. This unbundling could increase the value to advertisers and operators, improving marketers' perception of this channel and their willingness to use it. It is necessary though to heed the problems online display has seen with the commoditisation of lower-quality inventory and the resulting decline in media prices.

This article draws on a number of insight projects to explain the importance of smartphones in UK retail, and how they converge with out-of-home (OOH) advertising. View Summary

This article draws on a number of insight projects to explain the importance of smartphones in UK retail, and how they converge with out-of-home (OOH) advertising.

Physical retailers remain dominant despite growth in e-commerce and m-commerce, as almost 90% of retail spend is in-store.

Smartphones are mostly used for browsing rather than buying, and play a key role in influencing sales in-store.

OOH ads and smartphones are similar as they both can elicit an immediate response but are strongest when used together, for example ads which drive people to mobile and in-store.

8

Discovering Digital Out-of-Home

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Kinetic Futures, January 2014

This report discusses digital out of home advertising, arguing that its value is difficult to define as it combines one-to-many features with individually addressable features usually associated with online. View Summary

This report discusses digital out of home advertising, arguing that its value is difficult to define as it combines one-to-many features with individually addressable features usually associated with online. Media owners may emphasise the environmental context of digital out of home by characterising it in relation to conventional out of home ads. Or they may emphasise the physical medium by regarding it as similar to television or other digital channels such as online. It is argued that in these approaches being distinct, media owners are missing the full value of digital out of home advertising. Instead, they should create a new identity for the channel which communicates its unique value proposition.

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Formulating Value in Digital Out-of-Home

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Kinetic Futures, January 2014

This report discusses the difficulty in determining and communicating the value of digital out of home advertising, and proposed three dimensions through which to assess value. View Summary

This report discusses the difficulty in determining and communicating the value of digital out of home advertising, and proposed three dimensions through which to assess value. The dimensions which contribute to the media value of digital out of home are scale, coherence and engagements. Scale is formed by the reach of ads, the value of its audience and the degree of consolidation in vertical ownership. Coherence describes the ability of ads to target certain demographics, the behaviour/mindset of people when they view the ad, the ability to change design to fit changing audiences, and the desirability of the audience in terms of influence. When discussing engagement, value is determined by the environment the ad is placed in, its visual impact, and its ability to sustain attention.

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United 4th: Teaching an old dog new tricks

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Will Novosedlik, ANA Magazine, Fall 2013

This article looks at how outdoor advertising is experiencing a new relevance in the US, as highlighted by a campaign by Clear Channel, the outdoor advertiser. View Summary

This article looks at how outdoor advertising is experiencing a new relevance in the US, as highlighted by a campaign by Clear Channel, the outdoor advertiser. Despite projections that ad spend on outdoor is declining, it is argued that the medium is unique and enduring and provides connections wherever people go, even nationwide. Clear Channel demonstrated this by breaking up the American national anthem and putting separate phrases on billboards across the country for Independence Day. A film of the project took the approach of a roadtrip through America and was distributed online and advertised through radio. People engaged with the video and contributed their own footage, which was subsequently posted to billboards across the country.

This report discusses research by Telefonica, the telecommunications company, into the rise of digital media marketing and growth in outdoor advertising in Latin America. View Summary

This report discusses research by Telefonica, the telecommunications company, into the rise of digital media marketing and growth in outdoor advertising in Latin America. Digital media is 'leapfrogging' other regions with innovation likely to be exported. It is anticipated that this, along with adspend across all channels, will rise as a result of Brazil hosting the football World Cup 2014 and the Olympic Games 2016. SMS messaging is a particularly popular ad format, including the use of location based messaging. However, advertising mixes and use of digital media vary by country rather than presenting a regional rule. The main lesson marketers around the world can learn from Latin America is how to maximise small budgets.

12

Social and Out-of-Home media

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Kinetic Futures, April 2013

This article summarises the implications that the development of social media might have for out-of-home (OOH) or outdoor communications. View Summary

This article summarises the implications that the development of social media might have for out-of-home (OOH) or outdoor communications. Interactive OOH advertising is highly visible and public. This public nature influences how people engage with it, with people more likely to notice an advertisement if someone is interacting with it. Observers may also interpret engagement as an implicit endorsement of the communication and so be more receptive to its message. Mobile-mediated amplification can make good use of location, such as offering rewards in exchange for check-ins through location-based social media. Also, implicit place-based social networks exist in many public places and could be employed in the same way that physical bulletin boards are currently used.

Historically, out-of-home data has been oversimplified, with agencies using sources such as fortnightly spend or number of panels as an explanatory variable. View Summary

Historically, out-of-home data has been oversimplified, with agencies using sources such as fortnightly spend or number of panels as an explanatory variable. This oversimplifies the complex nature of OOH. This article shows how to apply econometric modelling to ascribe outcomes of out-of-home investment and identifies key elements that need consideration when these models are used. It highlights how to avoid common mistakes and the role played by creative in the effectiveness of outdoor campaigns.

14

Interactivity and Out-of-Home

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Kinetic Futures, October 2012

This article summarises the use of interactivity in out-of-home (OOH) or outdoor advertising and challenges advertisers to reconsider how they communicate outside of the home. View Summary

This article summarises the use of interactivity in out-of-home (OOH) or outdoor advertising and challenges advertisers to reconsider how they communicate outside of the home. Previously, OOH has predominantly been a one-way communication and evaluated largely upon reach of message, but providing for audience engagement will provide further benefits. Two forms of interactivity in this medium are through digital signage, which is interactive in itself, and through mobile devices, which allow for individual and personal connections. The specific implications for each method is considered in this article, as they address two different types of audiences.

15

Getting creative with outdoor media

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Lynn Russo Whylly, ANA Magazine, October 2012, pp. 67-70

The Out of Home (OOH) market in America is seeing steady growth, with a particular boom in the use of digital OOH. View Summary

The Out of Home (OOH) market in America is seeing steady growth, with a particular boom in the use of digital OOH.

This article describes how four brands (Nestlé Purina's Beneful, Prudential, City of Boston and MetroPCS) are employing sophisticated technological techniques such as gestural recognition and wireless technology to connect with consumers in creative and ingenious ways.

These cutting-edge campaigns demonstrate how brands can use digital outdoor to engage with consumers, grab their attention and stand out from the crowd.

16

Outdoor Effectiveness (Travel & Tourism)

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Recommended Cases, July 2012

This document, featuring case studies from STM (Canada), Montana Office of Tourism (USA), British Airways (UK) and Hotels.com (USA), is a collection of Warc's best case studies of travel-based outdoor... View Summary

This document, featuring case studies from STM (Canada), Montana Office of Tourism (USA), British Airways (UK) and Hotels.com (USA), is a collection of Warc's best case studies of travel-based outdoor/out-of-home advertising.

17

Outdoor Effectiveness (Alcoholic Drinks)

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Recommended Cases, July 2012

This document, featuring case studies from James Ready (USA), Canadian Club (Australia), J&B (Europe) and Speight's Summit (New Zealand), is a collection of Warc's best case studies on the use of alco... View Summary

This document, featuring case studies from James Ready (USA), Canadian Club (Australia), J&B (Europe) and Speight's Summit (New Zealand), is a collection of Warc's best case studies on the use of alcoholic drinks outdoor/out-of-home advertising.

18

Outdoor Effectiveness (Media & Publishing)

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Recommended Cases, July 2012

This document, featuring case studies from SyFy (USA), The Atlantic (USA), The Economist (UK) and SuperGuarantee (USA), is a collection of Warc's best case studies of media & publishing-based outdoor/... View Summary

This document, featuring case studies from SyFy (USA), The Atlantic (USA), The Economist (UK) and SuperGuarantee (USA), is a collection of Warc's best case studies of media & publishing-based outdoor/out-of-home advertising.

19

Outdoor Effectiveness (Financial Services)

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Recommended Cases, July 2012

This document, featuring case studies from first direct (UK), ING Direct Conto Arancio (Italy), NRMA (Australia) and Citibank (Hong Kong), is a collection of Warc's best case studies on the innovative... View Summary

This document, featuring case studies from first direct (UK), ING Direct Conto Arancio (Italy), NRMA (Australia) and Citibank (Hong Kong), is a collection of Warc's best case studies on the innovative use of outdoor/out-of-home advertising .

20

Lowdown: Prediction mapping

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Rob Meldrum, Admap, January 2012, pp. 8-8

Projection mapping has risen from the need to create large-scale experiential events. It is created by 'wrapping' video around a large object, using a mash-up of traditional 3D techniques used in video games and the digital billboard. View Summary

Projection mapping has risen from the need to create large-scale experiential events. It is created by 'wrapping' video around a large object, using a mash-up of traditional 3D techniques used in video games and the digital billboard. Its use is particularly prevalent in the car industry with the likes of Hyundai, Bentley, Audi and Toyota getting in on the act. But it's not just car brands - Nokia launched its Lumia phone by turning London's Millbank Tower into a huge canvas and Jordan recently launched its new range of trainers by projecting basketball players on top of a lake using jets of water as the projection surface.

21

Asia's outdoor future

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Ashish Bhasin, Admap, November 2011, pp. 42-43

Different Asian markets are at different levels of development in terms of out-of-home media. Some, such as Singapore, Hong Kong, Korea and Japan are already highly developed, India and China are huge and Malaysia, the Phillippines, Thailand and Indonesia are rapidly developing and will catch up in a few years. View Summary

Different Asian markets are at different levels of development in terms of out-of-home media. Some, such as Singapore, Hong Kong, Korea and Japan are already highly developed, India and China are huge and Malaysia, the Phillippines, Thailand and Indonesia are rapidly developing and will catch up in a few years. The biggest driver of change has been the deployment of better techniques and technology, especially in India and digital OOH, led by China is spreading rapidly.

At the Jay Chiat Awards 2011, a second Grand Prix recognised the "Operation Christmas" campaign created by Lowe SSP3/Bogota for the Colombian Ministry of Defense Program of Humanitarian Attention to the Demobilized (PAHD). View Summary

At the Jay Chiat Awards 2011, a second Grand Prix recognised the "Operation Christmas" campaign created by Lowe SSP3/Bogota for the Colombian Ministry of Defense Program of Humanitarian Attention to the Demobilized (PAHD). Jose Miguel Sokoloff, chairman/chief creative officer of Lowe SSP3 expanded on the background to the campaign at the Strategy Festival. With a program that carried the tagline, "If Christmas can come to the jungle, anything is possible," the advertising helped 331 guerilla warriors – a 30 per cent year-on-year increase – to demobilise and come back to rejoin their Colombian families.

23

Planning for the new interactive possibilities of UK Out of Home media

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Nick Mawditt, Warc Exclusive, Kinetic, August 2011

A discussion of current trends in outdoor advertising in the UK - one of the more mature markets for the channel. View Summary

A discussion of current trends in outdoor advertising in the UK - one of the more mature markets for the channel. Rising smartphone ownership is leading to more and more billboards being equipped with NFC or RFID transmitter/receivers, making outdoor ads more interactive than before. Digital billboards are also increasing in number. "Smart posters" able to recognise consumers by sex, age and mood could also be deployed in the medium term. Posters will also become more integrated with social media. Research indicates that consumers will be happy to interact with billboards to get access to promotional offers. But challenges remain over measuring effectiveness.

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On the threshold of change: Part 2 - Consumer interaction, technology and content

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Warc Exclusive, The future of Out of Home media in the UK, Kinetic, July 2011

The Out of Home industry in the UK has had a prosperous history and adapted well to change in recent years through the application of high investment levels from media owners and attempts to be more accountable, measurable and flexible. View Summary

The Out of Home industry in the UK has had a prosperous history and adapted well to change in recent years through the application of high investment levels from media owners and attempts to be more accountable, measurable and flexible. Kinetic's Future of Out of Home project focuses on how change can be clearly and successfully implemented by the industry, but also outlines how client, consumer and commercial needs will test the resolve and the creativity of the industry as it adapts to change. The second part of the report states that the arrival of digital posters can and should be seen as part of and in the context of the massive growth in internet connectivity, mobile communications and the digitisation of other media. Technological developments that consumers will be able to use to interact with content include use of QR codes, augmented reality and short-range wireless for single-swipe information transfer through Radio Frequency Identification (RFID) and Near Field Communications (NFC). Behaviours that will affect this consumption will also change, leading to social media integration and Out of Home entertainment. A case study of use comes from Nike Grid.

25

On the threshold of change: Part 1 - Future opportunities and challenges

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Warc Exclusive, The future of Out of Home media in the UK, Kinetic, July 2011

The Out of Home industry in the UK has had a prosperous history and adapted well to change in recent years through the application of high investment levels from media owners and attempts to be more accountable, measureable and flexible. View Summary

The Out of Home industry in the UK has had a prosperous history and adapted well to change in recent years through the application of high investment levels from media owners and attempts to be more accountable, measureable and flexible. Kinetic's Future of Out of Home project focuses on how change can be clearly and successfully implemented by the industry, but also outlines how client, consumer and commercial needs will test the resolve and the creativity of the industry as it adapts to change. The first part of the report looks at how the industry must now deal with how to effectively embrace technology as consumers get smarter and technology provides a fully interactive experience. The issue of determining which sites are best to invest in is considered, as is a sustainable pricing structure. The potential for developing new revenue streams is also investigated. A case study presenting face-tracking is profiled.